Compare And Contrast Emotional And Rational Advertising

Whenever you drive down the road you see an ad. Whenever you’re on your phone or watching T.V. you will see ads. Ads are all around you wherever you go; it is close to impossible to go a day without seeing one single ad. All ads have one specific purpose, and that purpose is to make viewers intrigued to buy exactly what is being advertised. Advertisers use three strategies to draw viewers to ads, pathos, logos and ethos. These deal with emotions, logic and facts, and credibility. Ads can range anywhere from just words to pictures and if you look hard enough you will be able to locate these appeals within every ad you see. Bauer uses the appeals of pathos, logos and ethos to convince viewers that their hockey stick, the Vapor APX, is far better than any of their competitor’s sticks.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Approaching advertising in a different light would be emotionally. In America, advertising can be described as hard selling. Hard selling is a campaign or advertisement that is direct, forceful and straight to the point. For example while watching an American seatbelt warning on Youtube, the commercial is simply based on the motto, “Click it or Ticket”, showing average people driving their cars and getting pulled over by officers and receiving a ticket and fine. The commercial is to the point and straight forward, showing almost no emotion. The approach that American marketing companies have used is effective by saying ‘If you don’t’ wear your seatbelt, then you will be forced by law to pay a fine’.

As the people are watching the television, millions of dollars are used in the commercials. All commercials include big companies like Bud Light, M&Ms, and Doritos. These advertisers spend significant amounts of money, so that consumers will be able to buy their products. One of the commercial that stands out to the me is the Hyundai Genesis with Kevin Hart entitled “First Date. The makers of the commercial use a variety of techniques to persuade people to buy a Hyundai Genesis because of a special feature that other cars don’t have. By persuading people, the author has a purpose, audience to make this commerical. Also they use rational appeals such as ethos,pathos and logo.

Thus, by creating appeals to logos, pathos, and ethos, companies use advertisements as powerful persuasive tools. This can be done through the careful selection of color, imagery, narration, design, and layout, to name a few significant elements. When used correctly, these rhetorical strategies can make the difference between whether a product or idea is embraced or rejected by the

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

There are three main techniques that a company may use when creating an ad. The first one is called pathos. This is the use of imagery or text to try and appeal to the human emotion. This ad uses pathos by relating the use of a cigarette to a gun. This is targeted at huma.n emotion by asking if smoking is worth your life. The ad doesn't blatantly ask the question but guns are dangerous weapons and if played with could result in the end of someone's life. This pathos is used very effectively because for most cases when confronting a smoker throwing statistics at them won't encourage them to stop smoking, but when relating it to death it can be very powerful and

Advertisements, right off the back, are notices or announcements in the public eye promoting a product, service, or event. In Jib Fowles, “Advertising Fifteen Basic Appeals” we uncover the fifteen forms of appeals in advertisements, their meaning, and how they are categorized. Advertisements are categorized based on the audience and the targeted consumers are. The content that appears on the advertisements must catch the consumers attention either emotionally, physically, or mentally. Wording, colors, and pictures all affect an advertisements effectivity.

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.

An emotional appeal is related to an individual’s psychological and social needs for the purchasing of certain products and services. It is a way of swaying the emotions of an individual viewer to make them support what the advertisement argues about. It uses the manipulation of the emotion rather than trying to apply logic to win a particular argument. Emotional appeals

If you watch thirty hours of TV per week, you will view roughly 37,822 commercials per year and 100 ads per day. In addition, you will see another 100 to 300 ads every day through other forms of media (Foothill College, nd). _ In modern day, marketers and advertisers use a variety of sensory techniques that cause us to remember and react to a constant barrage of information all around us. When engaging with advertisement stimuli, respondents react not only emotionally, but also to the informational component of a commercial’s message. Information transmission to large-scale audiences utilizes sensory stimuli in ways that alter the chemistry of the brain, driving towards control of an individual’s emotions, and subsequent consumer

The type of appeal that we are going to use is Rational and it tends to be informative on an attend to convince consumers that our product has a particular attitude and its objective is to persuade our target audience to buy because it is the best available.

The aim of this literary review is to look over the knowledge and ideas that have been established on the topic of what makes advertising effective, and to discuss their strengths and weaknesses, using a critical approach of it.

To investigate this paper thoroughly, it is necessary to clarify the specific contents at the beginning of evaluating this paper. The research objective of it is mainly to explore the role of advertising in consumer emotion management(Kemp et al., 2012). Consumer emotion is an essential part of deciding whether they want to purchase products, which is given an importance to by many authors (Grant et al., 2012;Belanche et al., 2013). However, this paper has its own advantages that stresses the importance of emotion when consumer intends to develop behavioural intentions and prefectural thinking.